Fernando Fastoso ist Stiftungsprofessor in Brand Management für Luxus und High-Value Brands. Die Professur wird gefördert von Unternehmen in und um Pforzheim (u.a. Wellendorff, Chopard) sowie dem deutschen Bundesverband Schmuck und Uhren.

Der Lehrstuhl hat die Aufmerksamkeit der Medien auf sich gezogen. Interviews mit Prof. Fastoso sind in verschiedenen Medien erschienen. Dazu gehoeren Der Spiegel, Die Zeit and Die WirtschaftsWoche sowie SWR3 and HR1.

Prof. Dr. Fastoso war bis 2020 in UK tätig, zuletzt an der Universität York. Zuvor arbeitete er zehn Jahre im Account Management und der Strategischen Planung für das DDB Netzwerk in Düsseldorf. Dort betreute er internationale Etats von Marken wie Spee, Saptil, Sil (Henkel), KPM Berlin, Bahlsen, Metro und Deutsche Bank. 

Forschung

Prof. Fastosos Forschung befasst sich mit Fragen des globalen Branding und der internationalen Konsumentenpsychologie, insbesondere im Luxusbereich. Seine letzten Studien haben sich mit Fragen der Nachhaltigkeit von Luxusmarken sowie der Produktfälschungen beschäftigt.

Er ist Mitherausgeber der International Marketing Review und sitzt im Editorial Review Board für die Journal of Advertising Research and International Journal of Advertising. 

Seine Forschung erschien u.a. in dem Journal of International Business Studies, British Journal of Management, Journal of Business Ethics, Journal of Business Research, Journal of International Management, Psychology&Marketing and International Marketing Review.

Drittmitteleinwerbung

In dem interdisziplinären, mit knapp 700,000 Britische Pfund dotierten Drittmittelprojekt SCArFEethics, erforscht Prof. Fastoso zur Zeit auch den nachhaltigen Konsum der Mittelschichten in Emerging Markets. Dieses Projekt bringt Forscher in den Bereichen Management, Marketing und Geographie zusammen aus Universitäten in Großbritannien (York, Newcastle, Sheffield und Durham), Spanien (ESCP Madrid), Brasilien (UFRJ, Rio de Janeiro), Südafrika (Cape Town) und China (Sun-Yat Sen, Guangzhou). 

Journal articles (peer-reviewed)

Bartikowski, B., Fastoso, F. & Gierl, H. (2020). How Nationalistic Appeals Affect Foreign Luxury Brand Reputation: A Study of Ambivalent Effects. Journal of Business Ethics. DOI: https://doi.org/10.1007/s10551-020-04483-8

Neave, L., Tzemou, E., and Fastoso, F. (2020). Seeking attention vs. seeking approval: How conspicuous consumption differs for grandiose and vulnerable narcissists. Psychology & Marketing . DOI: https://doi.org/10.1002/mar.21308

Bartikowski, B., Fastoso, F. J. & Gierl, H. (2019). Luxury Cars Made-in-China: Consequences for Brand Positioning. Journal of Business Research. DOI: https://doi.org/10.1016/j.jbusres.2019.01.072

Gonzalez-Jimenez, H., Fastoso, F., and Fukukawa K. (2019). ‘How Independence and Interdependence Moderate the Self-Congruity Effect on Brand Attitude: A Study of East and West’, Journal of Business Research. DOI: https://doi.org/10.1016/j.jbusres.2019.01.059

Mohr, A., Van Unen, M, Fastoso, F., Tihanyi, Can (2019). ‘Exploring the effects of subsidiary interdependence on the performance of global product launches’. European Journal of International Management. DOI: http://dx.doi.org/10.1504/EJIM.2019.100807

Fastoso F., Gonzalez-Jimenez H. (2018). Materialism, cosmopolitanism, and emotional brand attachment: The roles of self-congruity and perceived brand globalness. Journal of Business Research. DOI: https://doi.org/10.1016/j.jbusres.2018.12.015

Fastoso F., Bartikowski B., Wang S. (2018). The “little emperor” and the luxury brand: How overt and covert narcissism affect brand loyalty and proneness to buy counterfeits. Psychology & Marketing, 1-11. DOI: https://doi.org/10.1002/mar.21103

Mohr, A., Wang, C., Fastoso, F., (2016). 'The contingent effect of state participation on the dissolution of international joint ventures: A resource dependence approach', Journal of International Business Studies, 47 (4), 408-426. DOI: https://doi.org/10.1057/jibs.2016.14

Lane, V., and Fastoso F., (2016) 'The impact of repeated ad exposure on spillover from low fit extensions to a global brand', International Marketing Review, 33 (2), 298-318. DOI: https://doi.org/10.1108/IMR-12-2011-0270

Mohr, A., Fastoso, F., Wang, C., and Shirodkar, V., (2014) 'Testing the regional performance of MNEs in the retail sector: the moderating effects of timing, speed and experience', British Journal of Management, 25 (1), 100-115. DOI: https://doi.org/10.1111/1467-8551.12013

Fastoso, F., and Whitelock, J. 2012. "The implementation of international advertising strategies: An exploratory study in Latin America." International Marketing Review, 29(2): 313-335. DOI: https://doi.org/10.1108/02651331211229787

Fastoso, F., and Whitelock, J. 2011. "Why is so little marketing research on Latin America published in high quality journals and what can we do about it?: Lessons from a Delphi study of authors who have succeeded."International Marketing Review, 28(4): 435-449. DOI: https://doi.org/10.1108/02651331111149967

Fastoso, F., and Whitelock, J. 2010. "Regionalization vs Globalization in Advertising Research: Insights from Five Decades of Academic Study." Journal of International Management, 16(1): 32-42. DOI: https://doi.org/10.1016/j.intman.2009.02.005

Fastoso, F., and Whitelock, J. 2007. "International Advertising Strategy: The Standardisation Question in Manager Studies." International Marketing Review, 24(5): 591-605. DOI: https://doi.org/10.1108/02651330710828004

Whitelock, J., and Fastoso, F. 2007. "Understanding International Branding: Defining the Domain and Reviewing the Literature." International Marketing Review, 24(3): 252-270. DOI: https://doi.org/10.1108/02651330710755285

Book chapters

Whitelock, J. and Fastoso, F. (2011) 'International advertising strategy: some thoughts on subjectivity and decision-making in the standardization decision', in Subhash C. Jain and David A. Griffith, eds., Handbook of Research in International Marketing, Edward Elgar, Cheltenham

Peer-reviewed conference papers

Fastoso, F., Bartikowski, B., Wang, S. (2020). The Narcissistic Desire for Original Versus Counterfeit Luxury: Self expression or Ego-enhancement? Proceedings of the AMA Winter Academic Conference. San Diego, USA, February.

Neave, L., Tzemou, E., and Fastoso, F. (2019). Seeking attention vs. seeking approval: how conspicuous consumption differs for grandiose and vulnerable narcissists. Proceedings of the INEKA conference, Verona, Italy (June).

Bartikowski, B., Fastoso, F., and Gierl, H., (2018) 'Luxury “Made-in-China”: Consequences for Brand Positioning. Proceedings of the Monaco Symposium on Luxury, Monaco, France (April).

Fastoso, F., and Wang, S., (2017) '“Little Emperors” and Luxury Brands:
How Overt and Covert Narcissism impact Brand Loyalty and Proneness to Buy Counterfeits'. Proceedings of the Mystique of Luxury Brands Conference, Seoul, South Korea (May).

Fastoso, F., and Bartikowski, B., (2017) 'Materialism and Consumer Culture Brand Positioning of premium cars in China'. Proceedings of the Mystique of Luxury Brands Conference, Seoul, South Korea (May).

Gonzalez-Jimenez, H., Fastoso, F., and Fukukawa K. (2016) ‘How self-construals moderate the self-congruity effect: a cross-national study’. Proceedings of the Academy of Marketing Science (AMS) World Marketing Congress, Paris, France (July).

Fastoso, F., and Reynolds, N., (2015) 'Do consumers in developing countries prefer global brands because they are global or because they are foreign?'. Proceedings of the Academy of Marketing Science (AMS) World Marketing Congress, Bari, Italy (July).

Gonzalez-Jimenez, H., Fastoso, F, and Fukukawa K. (2015) 'How an Individual’s Self-Construals, Cosmopolitan and Local Orientation Affect the Impact of the Four Self-Congruity Types on Brand Attitude'. Proceedings of the Academy of Marketing Science (AMS) World Marketing Congress, Bari Italy (July).

Gonzalez-Jimenez, H., Fastoso, F., and Fukukawa, K. (2014) 'How an Individual’s Self-Construals, Cosmopolitan and Local Orientation Affect the Impact of the Four Self-Congruity Types on Brand Attitude'. Proceedings of the Global Marketing Conference, Singapore.

Fastoso, F. (2013). 'Unveiling unsophistication: the use of theory in international advertising research in the top three advertising journals 2002-2012.' Proceedings of the Academy of Marketing Science (AMS) Conference 2013. Monterrey, USA.

Mohr, A., Wang, C., and Fastoso, F., (2012) 'The Effect of Government Participation on the Survival of International Joint Ventures in Emerging Economies. An Empirical Analysis of International Joint Ventures in the People’s Republic of China', Accepted for presentation at the AIB 2012 Annual Meeting, Washington, DC, USA, June-July

Fastoso, F., and Whitelock, J., (2011) 'Is marketing research on Latin America “publishable"? Lessons on how to do it from those who have dared to conduct it, who have succeeded in publishing it, and who lived to tell the tale', Proceedings of the Academy of Marketing Science (AMS) World Marketing Congress, Reims, France, July, [CD-ROM]

Fastoso, F., and Whitelock, J., (2010) 'How Bonding are Latin America’s Cultural and Economic Bonds? The Case of International Advertising Standardization in the Mercosur', Proceedings of the Academy of Marketing Science (AMS) Cultural Perspectives in Marketing Conference, Lille, France, July, [CD-ROM]

Fastoso, F., and Whitelock, J., (2009) 'Think regionally, act regionally? An empirical study of international advertising standardization in the Mercosur', Proceedings of the American Marketing Association (AMA) Conference, Chicago, USA, August, [CD-ROM]

Whitelock, J. and Fastoso, F., (2008) 'Global Brand Image Strategies in the Creative Industries - developing a scale for measurement from the consumer perspective', Proceedings of the Australian and New Zealand Marketing Academy Conference (ANZMAC), Sydney, Australia, December

Fastoso, F. and Whitelock, J., (2008) 'Regional Advertising Standardization: Substantive and methodological issues', Proceedings of the Australian and New Zealand Marketing Academy Conference (ANZMAC), Sydney, Australia, December

Whitelock, J. and Fastoso, F., (2008) 'International Branding in the Arts', Proceedings of the European Institute of Retailing and Services Studies Conference (EIRASS), Zagreb, Croatia, July

Fastoso, F., and Whitelock, J., (2008) 'Standardization with Respect to What? A Conceptualization of Advertising Standardization Measurement in Past Research', Proceedings of the American Marketing Association (AMA) Conference, Austin, Texas, USA, February [CD-ROM]

Whitelock, J., and Fastoso, F., (2007) 'International Branding - Analysis and implications of three decades of past research', Proceedings of the Consortium for International Marketing Research (CIMaR) Conference, Manchester, UK, May [CD-ROM]

Fastoso, F., and Whitelock, J., (2007) 'International Advertising Strategy in the Mercosur: the Process of Standardisation', Proceedings of the Latin American Strategic Management Conference, Santiago, Chile, January [CD-ROM]

Fastoso, F., and Whitelock, J., (2006) 'The Standardisation of Advertising in the Mercosur: A Process Oriented Perspective', Proceedings of the 5th International Conference on Research in Advertising (ICORIA), Bath

Fastoso, F. and Whitelock, J., (2005) 'Policies and Practices of International Advertising Standardisation in the Mercosur', Proceedings of the 11th Cross Cultural Research Conference (CCRC), Dorado, Puerto Rico

Fastoso, F. and Whitelock, J., (2005) 'International Advertising Standardisation: The Mercosur case – Preliminary findings.', Proceedings of the Australian and New Zealand Marketing Academy (ANZMAC) Conference, Freemantle, Australia

Fastoso, F. and Whitelock, J., (2005) 'International Advertising Standardisation in the Mercosur', Proceedings of the Academy of Marketing (AM) Conference, Dublin, Ireland

Fastoso, F. and Whitelock, J., (2005) 'Potentials for International Advertising Standardisation in the Mercosur.', Proceedings of the European Academy of Management (EURAM) Conference, Munich, April

Fastoso, F. and Whitelock, J., (2003) 'A re-evaluation of global positioning frameworks: An integration of the Anglo-Saxon and German Literatures', Proceedings of the European International Business Association (EIBA) Conference, Copenhagen, December